'Add it Now. Buy It Later. Shop From Within Twitter.'

Back in February I published a column titled "What If Twitter Got a Lot More Useful?", based on Twitter U.K.'s partnership with telecom giant O2, which uses Twitter as a customer-service platform. I suggested that Twitter needs to build more relationships and services like that, to demonstrate that it can be much more than just a pit stop on the way to other media destinations, and thereby appeal to a broader audience of potential Twitter users.